MUMBAI: Thought Bubbles Advertising has launched its new video content creation arm Bubble TV. The new arm has begun operations with work on Ganeshotsav in the form of a festive promo for Zee Talkies.

To be headed by founder and chief creative Manoj Motiani, the outfit will create videos with message plug-ins woven around fun, humour, ideas, emotions, opinions, spoofs, even social messages.

The agency will be based out of Mumbai and currently has a team of four professional across design, craft and film-making functions.

"Bubble TV is an acknowledgement of the dramatic rise of mobile, web and social networks towards brand awareness, consideration, purchases, and loyalty. With the kind of reach, innovation, experimentation, and cultural influence, they are no longer are a support medium, they are THE medium. Again this calls for new fresh content for consumer engagement and talking to them in a way they like to be spoken to," said Motiani who has worked with agencies like Euro RSCG (now Havas Worldwide), O&M and iB&W.

The central idea is to have brands use entertaining ways of on-screen consumer engagement on smart phones, tablets, social networks and other digital media.

Bubble TV is an open format idea which will develop as it goes along. The focus will be on providing interesting content to electronic channels / networks.

"We may also launch our own digital TV soon, or create brand messaging which is free from the rigidity of brand manuals to be more democratic with colloquial ways of brand connect," adds Motiani.

Started in 2009, Thought Bubbles has worked for several clients like Donear Suitings, RR Kabel wires, Gadgetsguru.com, Franklin Templeton, Hex City builders, RIOT clothing, Indian Health Organisation, Jawed Habib Salon Singapore.